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September 14, 2021

Video Strategy: The Basics

Video Best Practices

Welcome to the world of video marketing! Maybe you've heard 86% of businesses now use video as a marketing tool. Maybe you found space in your budget and want to prioritize new content. However you got to this point, we're glad you're here.


Marketing Tactic vs. Long-Term Strategy

Now that you're ready to dive in, let's talk strategy. At Oak + Rumble, we believe video shouldn't be a "one and done" thing. You could absolutely hire us to create a standalone piece for the "About" page on your website, or a special product launch. But you'll get much more bang for your buck (that is, measurable results) if you fold video into your ongoing marketing strategy. 


Why make video part of your long-term strategy?

  • It's an efficient way to communicate a lot of information to viewers

  • Most videos can be repurposed into blogs, social media posts, and more, supporting your existing content strategy

  • According to Wyzowl, when learning about a product or service, 69% of online consumers prefer to watch a short video (compared to just 18% who prefer text-based content)

  • Videos are great for website SEO and keep visitors on your page longer

  • Professionally produced videos have that "wow" factor


Some Theory

Many businesses have a marketing strategy or "funnel" broken down by customer stages. These can vary, but usually, the stages are something like: Awareness, Consideration, Conversion, and Post-Conversion. In essence, it's the journey someone follows as they become a dedicated and loyal customer.

We love the pinwheel model for inbound marketing from Hubspot because it's a cycle, not a funnel or a ladder. Inbound (and video) marketing is a continual process!

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There's an opportunity for video marketing in each stage of the pinwheel. Here are some examples:

1. Attract

  • Brand videos: explain your values and mission

  • Personality videos: feature your company culture in a creative way

  • "Problem" videos: quick, useful & solution-based

2. Engage

  • Personalized videos: great for sales teams and email campaigns

  • Storytelling videos: longer form (1 min+); case studies, interviews, or events

  • Educational videos: how-to videos, product demos

3. Delight

  • Post-purchase videos: training/onboarding, how-to, customer care, thank you videos


Getting Started

Know what customer stage you want to target? Ready to reach out to a video company? Prepare for your first meeting by knowing the top 5 questions a video production company will ask you.


Author: Valery Chong

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